Have you ever signed up for something and stopped using it after a while? Maybe it’s that online class you attended a few times, or an app you haven’t used in months.
Chances are the marketing-savvy companies behind these products will send you a “we miss you” email asking for you to re-engage with the app, or come back to class.
“Consumer data is best used to create personalized, relevant experience,” digital marketing evangelist DJ Waldow explained in a post on Marketo’s blog. Waldow explained that re-engagement emails should be sent to a list segment of what he called “emotionally unsubscribed” individuals.
Who are these emotionally unsubscribed people? They’re the ones who don’t open your messages, or they do open them but won’t click-through. Perhaps they see your email in their inbox (if you’re hitting their spam folder, read this) and scroll right past the subject line thinking, “I’ll get to this later.”
Before you send a re-engagement email campaign, review your existing email marketing strategy. Look at those who are not engaging and put their emails in a segmented list (learn how to create email segments here). Once you have a good idea of what you need to do to be top-of-mind for your consumers, start crafting that win-back email.
Here are four tips for all re-engagement email campaigns:
- Use an engaging visual. Think back to the voice document you created for your company, or your vision/mission statement. What sort of image reflects your brand? Is it a funny meme, an elegant infographic, a photograph or GIF? Once you have some keywords in mind, try using Google’s Image Search tool filtering for images labeled for reuse.
- Keep it short and sweet. You don’t want to be that company that drones on and on about missing your client. Be direct.
- Clear and easy to follow call-to-action. Include a clear call-to-action in the body of the email that encourages click-through to your company’s website. Driving email readers back to your website where they can learn more about what they’re missing out on (and perhaps buy) is ideal.
- A sense of urgency. What will happen if they don’t click-through? Will they miss out on a sale? Does registration for the class end soon?
Here’s a sample re-engagement email message you can test with your list:
Subject: [First Name], We Want You Back!
It’s just not the same without you.
[First Name],
We hope you’ve been doing well since we saw you last. Are you getting what you need from us? We’d love to keep working with you.
Just a reminder, [upcoming event/meeting/sale].
Please, join us for [upcoming event/meeting/sale]. It won’t be the same without you!
– The [Company Name] TeamP.s. – If you won’t be coming back, will you tell us why? Give your feedback here.
Tiffany L. Rider 